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From Demand Generation to Revenue Generation: How to Become a Revenue-Driven Marketer

by Glenn Gow  |  
July 16, 2014
In this article, you'll learn…

  • How leading marketers are turning their organizations into revenue engines
  • Best-practices for transitioning Marketing into a revenue-focused organization

The days of being grudgingly accepted as a necessary cost center are numbered for Marketing. Today, the writing is on the wall: Either demonstrate how Marketing will contribute to the company's top-line revenue growth... or be prepared to change careers.

CMOs and VPs of marketing need to step up and take responsibility for revenue production. That means coming to the table with a revenue marketing forecast and aligning tightly with Sales to ensure the revenue goal is met.

Some companies are even assigning revenue quotas to Marketing and compensating marketing executives on meeting those quotas. Your company might be next.

As a marketer, you can view this trend as a negative, or you can approach it as an opportunity to finally achieve credibility within your company, especially with the executive suite. Showing a return on investment is the entrée to a strategic place at the executive table.

The big question is how to make the transition from being a demand generation-focused organization to becoming a revenue-generating organization.

There is no cookie-cutter solution, but there are proven best-practices being used by savvy marketers to successfully drive revenue-focused marketing (also see the infographic at the end of this article).

Five Best-Practices for Becoming a Revenue Marketer

1. Start at the top to create a revenue-generation marketing plan

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Glenn Gow is an expert in marketing technology, an advisory board member, author, speaker, podcast host, and the CEO of Crimson Marketing. Follow his insights on marketing technology at the Crimson Marketing Technology Blog and read his book, Moneyball for Marketing: How Brilliant Marketers Use Big Data and Marketing Technology to Win.

LinkedIn: Glenn Gow

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  • by Blair Symes Wed Jul 16, 2014 via web

    Great article Glenn. Getting your measurements in place is especially important. In terms of marketing technology that can help, my company uses Marketo (track leads from web and email), Ifbyphone (track inbound phone leads back to the marketing source that originated them), and Salesforce CRM (feed lead data in from both Marketo and Ifbyphone to follow leads through to revenue to accurately measure ROI of each source). I published a piece about using the three tools together on Jeff Bullas' blog, if anyone is interested:

  • by Brendan Reid Wed Jul 16, 2014 via web

    Loved this piece especially point #3 - its a very easy adjustment for marketing teams to make and can have an immediate positive impact.

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